Fandom in Consumer Behavior Research Study

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Fandom in Consumer Behavior Research Study Lia Que University of Phoenix Fandom in Consumer Behavior Research Study In this paper I will be discussing a research study about the connection between celebrity fandom and how it expresses itself in the consumer behavior of fans. I will examine the research problem and discuss the research method used. In an article by Markus Wohlfeil and Susan Whelan they discussed the issue of whether or not a consumers view toward certain celebrities affects their buying habits. Ever since the beginning of the Hollywood scene celebrities have been looked upon and admired, they have become a part of our everyday lives. Since we see them in their works such as movies and television, or through advertising they seem to catch our attention and draw us in to know more about them and their private lives. The research study that I found followed the author’s fan experience and its affect on his consumer behavior. The research method used in this study was Subjective Personal Introspection (SPI). This method of research is controversial because it uses the existential–phenomenological perspective. (Wohlfeil & Whelan, 2011) The existential-phenomenological perspective is the examination experiences and the consciousnesses that accompany it. (Smith S, 2007) Wohlfeil used his personal fan experience or ‘insider view’ (Smith S, 2007) with US actress Jena Malone, from the movie Saved! (Dannelly, 2004), with the help of coauthor Susan Whelan he was able to document his observations without breaching any ethical issues into the loss of participant privacy. Because the researcher, Wohlfeil, was the sole informant for this study, he was able to offer unlimited access to all reactions and information. There is little research into how being a fan effects consumer behavior this study was conducted as theoretical research. This study

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